Social casino studio FlowPlay has officially launched Vegas World, one of the first social casino games to feature elements of massively multiplayer online role-playing (MMORPG) gameplay.

The game offers synchronous multiplayer gameplay across all its products including poker, blackjack, bingo and solitaire, as well as more than twenty slot games. It also includes various social features such as one-on-one or group chats with other players, and the ability to share virtual goods.

Similar to an MMORPG title, it allows players to personalise their avatar by spending money accumulated on clothing, accessories and furniture, as well as buying in-game currency and charms to increase their winnings.

Players can also interact with others by sharing food or drink charms and explore game rooms, hotel suites, pool areas and dance clubs.

The new social casino game is available to players using Facebook, iOS and Android platforms.

FlowPlay chief executive Derrick Morton said Vegas World is “redefining the category of social gaming by not only allowing players to share their gaming experience, but to interact on a much more personal level within a virtual world environment.”

“This highly social atmosphere is fundamental in driving the player loyalty and retention that gives us industry leading metrics,” Morton explained. “Once you become a part of this community, it becomes part of your life.”

The effectiveness of these enhanced social elements is backed up by the fact that the game has surpassed 350,000 monthly active users (MAU), with an average session length of 40 minutes. FlowPlay also claims that Vegas World players monetise at over $3 on its “mature” channels, a rate it describes as above the industry average.

Based in Seattle, FlowPlay was founded in 2006 by former RealNetworks mobile games general manager Morton, chief technology officer Doug Pearson and Christian Oestilen, who now works as a product manager at Google.

Vegas World becomes the second high-profile attempt to launch a social casino title featuring RPG gameplay, after CasinoRPG, a title launched by the Oklahoma-based GoldFire Studiosm which went live earlier this year.